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Prof
Ezeuduji, Ikechukwu
Department: Recreation and Tourism
Research Interest(s): Strategic tourism management, Strategic tourism marketing, Tourism entrepreneurship, Rural tourism.
Active Community Engagement: ATLAS (Association for Tourism and Leisure Education and Research).
TESA (Tourism Educators South Africa).
Associate Member: Competence Platform for Bioenergy in Arid and Semi-Arid Ecosystems in Africa).
Mountain Forum Europe.
Biography: Prof. Ikechukwu O. Ezeuduji obtained a PhD from the BOKU – University of Natural Resources and Applied Life Sciences, Vienna, Austria. He thereafter obtained a Master of Business Administration (MBA) from The Open University, Milton Keynes, UK, and a Postgraduate Diploma in Higher Education from the University of KwaZulu-Natal, South Africa. He taught at the University of Johannesburg and Cape Peninsula University of Technology before joining the University of Zululand. He is currently Full Professor of Tourism Management in the Department of Recreation and Tourism, University of Zululand, South Africa. He teaches and supervises Postgraduate students (Honours, Master’s and Doctoral).
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16 results
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- Market research has realised that identifying tourists’ needs and wants, and making concerted efforts to satisfying them is the hallmark of destination marketing. This study explores locals’ perception of South Africa (SA) as a leisure travel destination, and ways of marketing the destination, using the case of Mtubatuba Local Municipality in KwaZulu-Natal. We used a structured questionnaire to collect data from 400 respondents. Results show that respondents perceive South Africa as a favourable leisure travel destination. Results also show that better promotion of South Africa as a domestic leisure travel destination should be made, mostly through the usage of Technology. Young (18-30 years of age), female, and employed residents, and those with tertiary education, show higher demand for domestic tourism than their counterparts. This study recommends that domestic tourism marketing efforts by South African Tourism should be amplified targeting these demographic groups. Intensive and continuous domestic tourism promotion (using social media and other modern forms of Information and Communication Technology), competitive pricing (through reduced operational costs and bundle pricing), and further improvements on national security are areas that still need national attention. Domestic tourism demand translates into international or foreign demand.
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- Most theories are tested in developed countries; moreover, there is still lack of research on SERVPERF, especially in low-cost hotel. Hence, due to high competition among low-cost hotels in Nigeria, many low-cost hotels are seeking for alternative ways of competing apart from pricing or operational costs. Thus, the aim of this study is to identify the effects of SERVPERF dimensions on guests’ satisfaction and loyalty in low-cost hotels as well as the mediating role of guests’ satisfaction on the relationships between SERVPERF dimensions and guests’ loyalty. Data were collected from 300 guests at low-cost hotels and was analyzed using structural equation modeling (SEM). Also, composite reliability, cronbach alpha and average variance extracted were used to test the reliability and validity of the instrument. Result revealed that empathy, responsiveness and reliability influence guests’ satisfaction. Furthermore, empathy, reliability and satisfaction influence guests’ loyalty. Results on mediation revealed that guests’ satisfaction partially mediates the relationships between empathy as well as reliability and guests’ loyalty, while guests’ satisfaction fully mediates the path between responsiveness and guests’ loyalty. This study recommends that low-cost hotels management should emphasize on empathy and reliability to increase guest loyalty.
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- Previous studies have found that the number of women entrepreneurs is increasing, though many of them fail to sustain their businesses, compared to their male counterparts. This study explored gender nuances in the performances of tourism-related businesses in the Durban Central Business District, KwaZulu-Natal, with particular emphases on traditional societal perceptions and access to capital. A structured questionnaire was used to collect data from 150 purposively selected (75 females and 75 males) tourism-related entrepreneurs. We employed descriptive, bivariate and multivariate data analyses to address the research objectives. This study did not make a conclusive finding that gender plays a strong role in differentiating business success or performance. However, the study found that it is somewhat easier for female entrepreneurs to find business start-up capital. This study recommends that entrepreneurial training and mentorship programmes should emphasise that gender has no role in determining entrepreneurial success, and also increase the awareness level of entrepreneurs regarding business funding.
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- This study aims to find out tourists’ perception of the KwaZulu-Natal (South Africa) brand essence and brand competitiveness as a tourism destination. Questionnaire survey of 406 respondents revealed that tourists are mostly satisfied with visiting KwaZulu-Natal. Most of the tourists are willing to return and they are willing to recommend KwaZulu-Natal to others. Tourists view KwaZulu-Natal as a competitive destination. This study recommends that KwaZulu-Natal destination management organisation should continue to work towards improving the quality standards of the destination, as outlined in this paper, to help it to be able to compete more strongly in the national and global tourism marketplaces.
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- Rural development remains critical in developing countries, particularly in those with large rural communities with little economic activity, such as South Africa. Rural tourism is becoming increasingly popular as an alternative to urban tourism. This study aimed at assessing the potential of rural tourism in the communities around Hluhluwe iMfolozi Park (HiP), which is situated in the KwaZulu-Natal province of South Africa. It adopted a qualitative research method that hinges on the explorative and interpretive paradigms and applied a purposive sampling method for data collection. Focus group discussions were conducted with the study participants. Content analysis was used to analyse the collected data. HiP and the surrounding communities have significant potential for rural tourism development due to the natural beauty, rich wildlife species, and major cultural and historical features that exist in this area and can attract many tourists. However, the local communities‘ human capital development remains a challenge to be surmounted. The study recommends a gradual process of knowledge and skills development in the local communities to support the business side of rural tourism development and offerings.
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- Townships have turned out to be places of leisure consumption. However, personal safety has been a major concern in South Africa. It is the aim of this paper, using a customer orientation approach, to explore township tourists’ perceptions in terms of their safety while visiting Cape Town (Gugulethu, Khayelitsha and Nyanga townships) in South Africa. This research used a quantitative method (questionnaire survey) to collected data from 171 respondents(tourists) in Cape Town Townships. Data were analysed using inferential statistics (correlation test and regression analysis), and Cronbach Alpha’s coefficients were used to test reliability of the multivariate data. This research found that in general, tourists are mostly satisfied and hold positive perception of Cape Town townships, although the study unearthed certain safety issues. Tourists’ knowledge of their contribution to the economic development of the study areas encourage them to revisit. This study recommends to Cape Town Tourism to inform tourists about safety issues in townships prior to visiting Cape Town townships. This will enable tourists to be more vigilant. It is also suggested by this study that tourists use tour guides who are familiar with these townships, during their visit.
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- Previous studies have recognized entrepreneurs as a significant part of the global pursuit for sustaining economic development and social progress in the world. This study therefore explores the entrepreneurial attributes that have significant impact in differentiating between successful and struggling tourism entrepreneurs in South Africa, using Mtubatuba Local Municipality as a case. A structured questionnaire survey was used to collect data. Convenience sampling was employed in selecting 124 tourism-related entrepreneurs in different regions of Mtubatuba Local Municipality, KwaZulu-Natal Province of South Africa. The results indicate that the entrepreneurial attributes that somewhat differentiate successful entrepreneurs from struggling entrepreneurs are: business drive and enthusiasm, being efficient and effective, and being visionary and having achievement motivation. This study also validates that socio-demographic variables in this study area, tend to be more useful in explaining the reasons for success or struggle among entrepreneurs than behavioural variables. This study recommends that Mtubatuba Local Municipality needs to organize targeted Tourism Development and Tourism Business Management education for the willing population of Mtubatuba Local Municipality, in collaboration with Tourism KwaZulu-Natal. By so doing, equal opportunity can be granted to anyone who wants to start-up and manage a new tourism business.
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- We explored nuanced gender perceptions regarding the influences that business capabilities may have on tourism-related business operations in Durban, KwaZulu-Natal. We used a structured questionnaire to collect data from 150 tourism-related entrepreneurs and managers. This study made no conclusive finding that gender does play a role with regard to differentiating business success or performance, as reported in some literature. However, marketing capability is the main factor that influences business performance.
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- This study explores tourists’ loyalty to the province of KwaZulu-Natal in South Africa, as a tourism destination. A structured questionnaire survey of 411 domestic and international tourists in this destination provided data for analysis. Results from descriptive, bivariate and multivariate data analyses indicate that tourists were highly satisfied with their visit, and many of them especially those on return visit, indicate loyalty to KwaZulu-Natal destination. Domestic tourists are more loyal to the destination than international tourists; therefore, efforts should be made by Tourism KwaZulu-Natal - the Destination Management Organisation to try to enhance international tourists’ loyalty to the destination.
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- Domestic tourism research has grown in popularity. This study, conducted at Mtubatuba Local Municipality in KwaZulu-Natal Province, South Africa, explored local residents’ willingness to participate in domestic tourism, and sought after major and relevant marketing tool to be used in promoting domestic tourism. Previous studies indicate that domestic tourism is a crucial contributor to the growth of tourism. Structured questionnaire was used to collect usable data from randomly selected 400 respondents. Data analyses generated descriptive and inferential statistics to address study objectives. Residents are highly willing to participate in domestic tourism and find South Africa a very attractive destination; especially those who are young (18-30 years old), those who are employed and those with tertiary education. South African Tourism should use technology to market South African tourist attractions to local residents. Marketing South Africa as a tourism destination should use modern technology to promote the destination, targeting especially young, employed and educated South Africans. Identifying tourists’ needs and wants, and making concerted efforts to satisfying them is the hallmark of destination marketing.
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